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, the flagship brand of Carnivore Meat Company and a trusted leader in raw pet nutrition, will arrive at Global Pet Expo 2026 with its most ambitious brand moment to date. The company will introduce Protein Powered Vitality, a new creative platform designed to reinforce the brand’s foundational belief that exceptional pet nutrition starts with what’s in the bowl: meat, organs, and bone. The campaign brings that philosophy to life through a bold, ingredient-first message that reflects what has always set Vital Essentials apart: simple, whole-animal protein without fillers or unnecessary additives.

Throughout the show, the Vital Essentials team will engage in conversations around the evolving raw nutrition category. With gently cooked and air-dried products gaining traction, understanding how processing methods affect nutritional integrity has become increasingly important for both retailers and pet parents. At the booth, the team will walk attendees through the role processing plays in nutrient retention and why Vital Essentials’ freeze-dried approach preserves the protein, vitamins, and natural benefits pets are designed to thrive on.

A key product debut at the show will be Crunchy Micro Nibs for Cats, a new format created specifically for feline feeding habits. The product introduces smaller, protein-rich freeze-dried bites designed to deliver variety and balanced nutrition without sacrificing ingredient quality. Crunchy Micro Nibs will launch new novel protein blends in a 12 oz. format, with select varieties available in 25 oz. bags for multi-cat households.

Vital Essentials will also highlight a strong lineup of product innovation. This includes expanded 3 lb. bag formats of customer-favorite recipes, giving multi-pet households and frequent feeders a more convenient and economical option. The brand is introducing four new additions to its RAW Bar lineup: Chicken Necks, Turkey Hearts, Silver Carp, and Beef Tendon. Quail Soft Nibs will expand as a Neighborhood Pet exclusive, reinforcing Vital Essential’s continued commitment to supporting independent pet retailers.

Attendees are invited to visit Vital Essentials at booth #458 during Global Pet Expo to learn more about the brand’s latest innovations, retail opportunities, and the evolving role of raw nutrition in the modern pet food category.

Press or Media inquiries? Email us at: media@vitalessentialsraw.com

Press Room | In The News

Press Release

GREEN BAY WI (August 21, 2020) – Carnivore Meat Company, manufacturer of frozen and freeze-dried pet food brands Nature’s Advantage®, <a href="https://www.vitalessentialsraw.com/" linktype="url">Vital Essentials</a><a href="https://www.vitalessentialsraw.com/" linktype="url">®</a> and Vital Cat®, has been named one of the fastest growing private companies in the United States by Inc. Magazine. This is the second consecutive year Carnivore Meat Company has been recognized for this achievement based on the company’s success in the natural pet food category, with an impressive 3-year growth rate of 187%. Inc. Magazine releases the Inc. 5000 each year which is a list of the most successful independent small businesses and the 2020 list ranks Carnivore Meat Company at #2241 nationally and #23 among Wisconsin businesses recognized. “We have an incredibly dedicated workforce that has helped us achieve great results over the past year, and we’re honored to be recognized again by Inc. Magazine,,” commented Lanny Viegut, Carnivore Meat Company CEO and Owner.  “We implemented a number of sustainability initiatives along with efficiency improvements that contributed to our overall success. This, combined with the new brand introduction of <a href="https://naturesadv.com/" linktype="url">Nature’s Advantage</a>, gave us some great momentum that we will continue to build upon.” Carnivore Meat Company brands are sold in over 6,000 pet specialty stores, online at Chewy and Amazon and exported to 14 international markets. In addition to its branded products, the company provides private label, co-pack services and ingredient components for other brands globally. “The companies on this year’s Inc. 5000 come from nearly every realm of business,” says Inc. editor-in-chief Scott Omelianuk. “The 2020 list proves that no matter the sector, incredible growth is based on the foundations of tenacity and opportunism.” Although 2020 brought many challenges, the year also brought opportunities to connect with local and industry communities through Carnivore Meat Company’s COVID-19 response initiatives which included a <a href="https://www.carnivoremeat.com/2020/04/01/carnivore-meat-company-kicks-off-vital-relief-challenge-with-100000-donation-to-green-bay-wi-community/" linktype="url">Vital Relief Challenge</a> and the donation of the <a href="https://www.carnivoremeat.com/2020/04/08/carnivore-meat-company-answers-call-for-masks-amid-covid-19-pandemic/" linktype="url">use of UV equipment</a> to help local healthcare workers and first responders. “Our pandemic response made us much stronger and more unified as a company and within the community,” Viegut stated. “Our team pulled together to achieve some phenomenal results.” Despite the difficult business environment facing brick-and-mortar retailers this year, Carnivore Meat Company launched a new frozen dog food line, Vital Essentials FUSION, that is intensely consumer focused, delivering quality product at an exceptional value-based price point. In addition to this new product launch, the company forged new partnerships with Wisconsin-based <a href="https://www.carnivoremeat.com/2020/08/05/carnivore-meat-company-partners-with-festival-foods-to-offer-hemp-chews-throughout-wisconsin/" linktype="url">Festival Foods</a> to distribute its Hemp Chews throughout the state and with Costco to launch its newest brand, Nature’s Advantage, throughout the Midwest. “Our innovative new product lines and expanding product reach puts us in a great position to answer the demands of our newest generation of pet parents,” Viegut says. “It’s an honor to be named among the fastest growing private companies in America based on our efforts to enhance the lives of pets through quality nutrition.” Methodology The 2020 Inc. 5000 is ranked according to percentage revenue growth when comparing 2016 and 2019. To qualify, companies must have been founded and generating revenue by March 31, 2016. They had to be U.S.-based, privately held, for profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2019. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2016 is $100,000; the minimum for 2019 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.’s September issue. They represent the top tier of the Inc. 5000, which can be found at<a href="http://www.inc.com/inc5000" linktype="url"> http://www.inc.com/inc5000</a>. About Carnivore Meat Company Carnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats.  The Green Bay, Wisconsin company’s rapidly growing brands include Nature’s Advantage®, Vital Essentials®, VE RAW BAR and Vital Cat®, which are distributed to over 6,000 retailers nationwide, in 14 international markets and online to Chewy.com, Amazon, PetFlow.com and others.  Long considered a raw pet food pioneer, the company’s freeze-dried products division supplies private label, co-packing and ingredients to customers globally.  Carnivore Meat Company is family owned and has been recognized for its growth accomplishments and manufacturing excellence with a number of awards in recent years, including Greater Green Bay Chamber Growth Award, Wisconsin Manufacturer of the Year Award, Governor’s Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction and Inc 5000 Fastest Growing Private Companies.  <a href="https://app.salesforceiq.com/r?target=5e85fc86c9e77c0075249496&amp;t=AFwhZf37ljTvqgDOQi7Vz1Z4WQIEx-f_HFYukp9bLO92PWySt4lu3hUceH3ryejsqafFWqXjF3C_mmSnKd2TWkiVZiWPkEIXvO7svABWqpqXyt0WSC5o1FCSUOIaHWSPUsUKfZSzzAuw&amp;url=http%3A%2F%2Fwww.carnivoremeat.com" linktype="url">www.carnivoremeat.com</a>

Carnivore Meat Company honored among America's fastest-growing private firms. Discover their success story with Vital Essentials in the news.

Press Room l Carnivore Meat Company Named Among Fastest Growing Private Companies In America

Carnivore Meat Company Named Among Fastest Growing Private Companies In America

Leader in Pet Nutrition to honor the exceptional customer service independent retailers provide and their commitment to enriching the pet industry from September 28th to 30thGREEN BAY, WI (September 18, 2024) – <a href="https://www.vitalessentials.com/" linktype="url">Vital Essentials</a>, the flagship brand of Carnivore Meat Company, is excited to announce its extended celebration of Neighborhood Pet Store Day with exclusive in-store buy-one-get-one offers on Butcher Cut Protein food, toppers, and treats for dogs and cats from September 28th to 30th. This promotion is part of Neighborhood Pet Store Day, honoring the contributions of independent pet retailers who play a vital role in their communities by providing pet owners with essential education and support.Neighborhood Pet Store Day is a celebration of the independent pet retailers who serve as the backbone of the pet industry. These retailers provide personalized services, expert advice, and enrich the idea of community by supporting local economies. By fostering relationships with customers and prioritizing the well-being of pets, independent pet retailers create a trusted space for pet owners to find high-quality products and care.“We are thrilled to participate in Neighborhood Pet Store Day. It is important to highlight the incredible value that our independent retailers bring to their communities” said Heather Govea, CEO of Carnivore Meat Company. “These retailers go above and beyond in educating pet owners and supporting the well-being of pets. It’s an honor for Vital Essentials to celebrate their dedication,” said Govea.Vital Essentials has been a pioneer in raw pet nutrition since 2009, with its focus on premium Butcher Cut Protein, superior nutrition, and accessibility. The company&#39;s minimal processing techniques preserve the nutritional integrity of whole-animal ingredients, delivering high-quality, nutrient-rich diets that promote tangible health benefits for pets. With a diverse range of products for both dogs and cats—including complete meals, toppers, and treats—Vital Essentials makes raw feeding accessible for all pet owners.Visit the Vital Essentials’ <a href="https://www.vitalessentials.com/where-to-buy" linktype="url">store locator</a> to find your closest retailer and take advantage of this special offer,  from September 28th to 30th.For more information about Carnivore Meat Company, please visit <a href="http://www.carnivoremeat.com" linktype="url">carnivoremeat.com</a>.About Carnivore Meat CompanyCarnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats. Long considered a raw pet food pioneer, the company&#39;s freeze-dried protein products division supplies private label, co-packing, and ingredients to customers globally. The company&#39;s rapidly growing brands in Green Bay, Wisconsin, include <a href="https://www.vitalessentials.com/" linktype="url">Vital Essentials®</a> and<a href="https://www.vitalessentials.com/collections/dog-raw-bar" linktype="url"> VE RAW BAR </a>distributed to more than 7,000 nationwide, in 14 international markets, and online. Carnivore Meat Company has been recognized for its growth accomplishments and manufacturing excellence with several awards in recent years, including the Greater Green Bay Chamber Growth Award, Wisconsin Manufacturer of the Year Award, Governor’s Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction and Inc 5000 Fastest Growing Private Companies. Visit the Carnivore Meat Company website at <a href="https://www.carnivoremeat.com/" linktype="url">carnivoremeat.com.</a> Media ContactShayla DoaneFACTEUR PR for Vital Essentials516-468-4057vitalessentials@facteurpr.com

Leader in Pet Nutrition to honor the exceptional customer service independent retailers provide and their commitment to enriching the pet industry from September 28th to 30th

Vital Essentials to Participate in Neighborhood Pet Store Day with BOGO Offers on Award-Winning Pet Foods

Green Bay, WI, May 16, 2024 — Carnivore Meat Company®, a leading manufacturer of premium-quality, raw frozen and freeze-dried pet food and treats, announces the appointment of Ashley Li as Vice President of Brand Marketing for Vital Essentials®, the Company’s flagship brand. The Vital Essentials® brand has been a pioneer in the raw freeze-dried and frozen pet food category since 2009. Its vast variety of Butcher Cut Protein dog and cat food, toppers, snacks and treats are purely raw ensuring that pets are provided the highest quality whole animal protein available. The Vital Essentials® brand is distributed to over 7,200 independent retailers in the U.S. and Canada, online via Chewy and Amazon, and in 14 international markets.Li brings over a decade of brand management experience having honed her skills leading and growing consumer brands at Kraft Foods Group and The Kraft Heinz Company across various roles in the US, the UK, and globally before her most recent role as Head of Brand Marketing, Strategy &amp; Innovation at Pet Honesty.“I couldn’t be more excited to have Ashley join our team,” commented Carnivore CEO Heather Govea.  “Her training as a classical brand manager combined with her latest experience leading marketing and innovation in the pet supplement category made her the perfect fit for Vital Essentials®. This brand has strong momentum coming off its recent re-launch and I’m confident Ashley is the right leader to continue accelerating our growth.”“As a pet parent and health-conscious consumer, I’ve always been intrigued by the unrivaled benefits of feeding a raw diet,” stated Li. “Vital Essentials® has a fanatical consumer following for its premium, unmatched quality products. I look forward to helping more pet parents and retailers learn why Vital Essentials® is one of the fastest growing pet food brands in the United States.”For more information about Vital Essentials®, please visit <a href="file:///C:/Users/dfoley/AppData/Local/Packages/oice_16_974fa576_32c1d314_cb/AC/Temp/msohtmlclip1/01/clip_filelist.xml" linktype="url">www.vitalessentials.com</a>.About Carnivore Meat CompanyCarnivore Meat Company is an award-winning manufacturer of premium raw frozen and freeze-dried pet food and treats. Long considered a raw pet food pioneer, the company&#39;s freeze-dried products division supplies private label, co-packing and ingredients to customers globally. The company&#39;s rapidly growing brands in Green Bay, Wisconsin, include <a href="https://www.vitalessentials.com/" target="_self" linktype="url">Vital Essentials®</a> and <a href="https://www.vitalessentials.com/collections/dog-raw-bar" target="_self" linktype="url">VE RAW BAR</a>, distributed to more than 7,000 retailers nationwide, in 14 international markets and online. Carnivore Meat Company has been recognized for its growth accomplishments and manufacturing excellence with several awards in recent years, including the Greater Green Bay Chamber Growth Award, Wisconsin Manufacturer of the Year Award, Governor&#39;s Export Achievement Award, Greater Green Bay Chamber Manufacturing Award of Distinction and Inc 5000 Fastest Growing Private Companies. Visit the Carnivore Meat Company website at carnivoremeat.com.###Media Contact:FACTEUR PR for Vital Essentials Ally Rung 716-310-4509 vitalessentials@facteurpr.com

Li brings over a decade of brand management experience having honed her skills leading and growing consumer brands at Kraft Foods Group and The Kraft Heinz Company

Carnivore Meat Company®, a leading manufacturer of premium-quality, raw frozen and freeze-dried pet food and treats, announces the appointment of Ashley Li as Vice President of Brand Marketing for Vital Essentials®, the Company’s flagship brand.    The Vital Essentials® brand has been a pioneer in the raw freeze-dried and frozen pet food category since 2009. Its vast variety of Butcher Cut Protein dog and cat food, toppers, snacks and treats are purely raw ensuring that pets are provided the highest quality whole animal protein available. The Vital Essentials® brand is distributed to over 7,200 independent retailers in the U.S. and Canada, online via Chewy and Amazon, and in 14 international markets.   Li brings over a decade of brand management experience having honed her skills leading and growing consumer brands at Kraft Foods Group and The Kraft Heinz Company across various roles in the US, the UK, and globally before her most recent role as Head of Brand Marketing, Strategy & Innovation at Pet Honesty.  “I couldn’t be more excited to have Ashley join our team,” commented Carnivore CEO Heather Govea.  “Her training as a classical brand manager combined with her latest experience leading marketing and innovation in the pet supplement category made her the perfect fit for Vital Essentials®. This brand has strong momentum coming off its recent re-launch and I’m confident Ashley is the right leader to continue accelerating our growth.”  “As a pet parent and health-conscious consumer, I’ve always been intrigued by the unrivaled benefits of feeding a raw diet,” stated Li. “Vital Essentials® has a fanatical consumer following for its premium, unmatched quality products. I look forward to helping more pet parents and retailers learn why Vital Essentials® is one of the fastest growing pet food brands in the United States.”  For more information about Vital Essentials®, please visit www.vitalessentials.com.

Vital Essentials Unveils ‘Protein Powered Vitality’ and New Product Innovations at Global Pet Expo

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Carnivore Meat Company Named Among Fastest Growing Private Companies In America

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Carnivore Meat Company® Names Ashley Li Vice President of Brand Marketing for Vital Essentials®

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